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What’s Next in Social Ads?

Social media advertising isn’t quite what it used to be. Brands are facing new challenges—rising ad costs, shifting consumer spending habits and declining engagement on traditional platforms. 

At the same time, audiences are migrating away from legacy platforms in search of more authentic, meaningful interactions.

For advertisers, this means one thing: the old playbook no longer works. 

So, what to do? 

Let’s explore how brands can adjust their social media ad strategies to reach consumers more effectively, navigate platform shifts and optimize ad spend for better ROI.

Less Disposable Income, More Selective Spending & other issues to tackle

The “Problem”: Traditional social media platforms are losing users due to algorithm frustrations, privacy concerns and shifting online habits.

The Solution: Track where your audience is…and where they are going! Follow the data, invest in videos that can succeed on multiple platforms and leverage first-party data. 

Example: A beauty brand noticing declining Instagram engagement might shift its budget into TikTok ads, where beauty tutorials perform well and engagement remains relatively high.

The “Problem”: Economic uncertainty has made consumers more cautious with their spending. Gone are the days of impulse purchases driven by flashy ads. 

The Solution: Generic mass-market ads with vague messaging should be replaced with targeted value-driven ads that speak to consumers’ concerns and needs. 

One thing to prioritize here is authenticity. If your copy says one thing and comments and critiques online say another, you should probably pivot completely.

Example: Rather than running a bland, basic ad for a skincare brand, showcase real customer before-and-after results with a compelling testimonial. This builds and boosts trust and credibility.

Which Pricing Model Works Best?

Not all ad campaigns should have the same goal. (Obviously.)

Some focus on awareness, while others drive direct conversions.

Understanding when to prioritize per-view vs. per-click models (or a combination) is more important than ever. 

Per-View Model (CPV – Cost Per View)

This tends to work best for brand awareness & engagement, in addition to video-based content on YouTube, TikTok and Reels, for example. It also can be great for storytelling and long-term brand-building

Consider It When: Launching a new product, running a brand awareness campaign, or telling a brand story through video.

Per-Click Model (CPC – Cost Per Click)

Typically, this is a top choice for direct response & conversions; it works well for lead generation & sales-focused ads. However, it requires strong CTAs and landing pages that are optimized for conversions. 

Consider It When: Running a retargeting campaign, driving traffic to a landing page, or promoting a limited-time offer.

Blending the Two for Maximum ROI

Instead of choosing one model, combine both strategically. First, start with CPV ads to introduce your brand and warm up your audience and later follow up with CPC ads targeting those who engaged but didn’t convert.

Example: A fitness brand could run a TikTok CPV ad featuring workout tips before retargeting engaged users with a CPC ad for an exclusive discounted subscription.

All that said, you may still need to do some additional leg work.

  • Test and diversify—hello, A/B testing for different formats—to see what works and what falls flat. 
  • Boost high-performing organic posts instead of running cold ads.
  • Considering working with influencers & UGC to create content that blends seamlessly into feeds.
  • Segment audiences by behavior (engaged users vs. new leads). You can even create hyper-personalized ads based on past interactions.
  • Track conversions, not just engagement. This is more important than ever! Adjust spend based on where actual sales are coming from.

Example: A sustainable fashion brand could collect email sign-ups through an Instagram ad, then retarget those subscribers with a personalized offer via email—increasing conversions without overspending on broad targeting.

Now’s the time to audit your current campaigns, test and then tailor new approaches and start optimizing for the future of digital advertising.